Advertising and marketing on the iPad

IAB unveils white paper discussing advertising and marketing on the iPad and other tablets.

Monday, 12 April 2010

The Apple iPad launches in the UK at the end of this month marking the launch of what many believe to be a new era in digital media consumption. To explore this exciting new media, the IAB’s head of industry programmes, Jack Wallington, takes an early look at the advertising and marketing opportunities of the iPad and other tablets in a new industry report (1200k).

An army of newspaper, magazine and web publishers are gearing up their own tablet apps to entice audiences on the devices. They come at a time when many publishers are beginning to establish pay-walls around their content, and early indicators suggest tablets will help convince consumers to pay for digital content. Indeed, if you’ve been lucky enough to read a magazine or comic on an iPad, it’s easy to see why.

There is far more to tablets than the rebirth of print however. Film, games, presentations, photos, communicating and mundane tasks – these ‘hub’ like devices are the kings of entertainment and organisational multitasking. With the potential of reaching new audiences and taking a share of people’s media consumption, advertisers should be taking a serious look at what tablets really mean.

It’s easy to get caught up in the hype however. There are many myths and barriers the devices need to overcome. How long will it take for tablets to become mainstream? Is the lack of Flash the death toll for online advertising? This report aims to set the record straight and bring you up-to-speed on these exciting, and much talked about devices.

Download ‘Tabvertising: iPad and other tablets: the advertising and marketing opportunities’ (1200k)